Your employees are your best brand ambassadors.
The relationships your employees have with their personal networks, like potential customers, prospects, and hires, are stronger than any relationship the people in their networks may have with your brand.
A Nielson study found that 84% of people trust recommendations from friends, family, and colleagues over other forms of marketing.
Some companies do a great job leveraging their employees to authentically share their employer brand to the right people at the right time. The best ones do this to create a powerful recruiting strategy.
Today, largely due to the rise of social media, employees are well-positioned to act as a bridge between your company and a potential candidate. The five statistics in this article show how leveraging your current employees as brand ambassadors and including them in your recruitment marketing strategy, could mean the difference between hiring great talent and losing them to your competition.
Candidates trust a company’s current employees way more than their corporate messaging to provide credible information on what it’s like to work there (Career Arc).
Thanks to the internet, it takes a job candidate 0.2 seconds to research your company to learn what the culture may be like. If your employees are active brand ambassadors, consistently sharing and talking about the great aspects of their job and employer, it will attract new talent and candidates to seek employment with your company. This can be particularly beneficial for companies who do not have a huge following or clout like some of the household big brand names out there.
This statistic makes one thing clear: Prospective hires want to connect authentically through your strongest brand ambassadors: your current employees.
ThriveMap surveyed 1,000 full-time workers and when asked what differed from expectations, respondents cited job responsibilities (59%), working environment (42%), work hours or shift patterns (35%) and salary or benefits (29%).
This disconnect between what a new hire is promised during the interview process and what the job actually entails, costs valuable time and resources through increased employee churn.
In today’s hyper-competitive job market, the best candidates have more options than ever. The most successful talent acquisition teams are those that implement effective recruitment marketing strategies, like involving current employees in the recruitment process.
Who better to speak about expectations, a day in the life, and your company’s mission and culture than those who are living and breathing it every day?
We see this sentiment again and again via post-session reviews on the Turazo talent platform where candidates reflect positively on getting the inside scoop on a company’s diversity and inclusion.
“With Turazo, I spoke to an Under Armour employee who gave me great insight into Under Armour’s commitment to diversity in the workplace. She also explained UA’s commitment to helping the community.” – Cedric, North Carolina Central University
Cedric is a prospect who engaged in Under Armour’s Career Coaching Network and met with various Under Armour employees, called Teammates, through one-on-one video sessions. While he learned about new roles and opportunities available at Under Armour, it was this inside look at their commitment to the community that sparked a desire to work and thrive at Under Armour.
Adding a “Diversity & Inclusion” section to your career page is a great start. However, to truly showcase your company’s commitment, think of ways you can share their stories and experiences to authentically build rapport with prospective candidates.
According to Millennial and Gen Z respondents in a Deloitte survey, businesses are not being responsive to their developmental needs. Just 36% of millennials and 42% of Gen Z respondents reported their employers were helping them understand and prepare for the changes associated with Industry 4.0.
So, how can your business hold onto them? Millennials and Gen Z who are entering the workforce or new to the workforce are looking for guidance that’s far broader than technical knowledge. They are specifically seeking help building softer skills like confidence, interpersonal skills, and ethics/integrity aptitude.
Companies who can exhibit this commitment to skill building earlier in the hiring process can show, not tell, this imperative group how important it is to their company culture.
Incorporating your employees in your recruitment marketing strategies could have benefits that extend beyond attracting new talent. It could have a positive affect on employee retention, productivity and loyalty.
At the end of the day, employees want to feel valued and respected. Knowing that their work is meaningful and their ideas are heard, could mean the difference between someone staying loyal (and with the company longer!) or moving on. By fostering a culture of engagement, where current employees play an active role in attracting and nurturing prospective hires, you have the power to find awesome new employees AND keep the ones you already have, happy and productive.
Your current employees are the most authentic resource you have to showcase your mission and values. The most successful companies are those that recognize this and leverage technology to give them a greater role in attracting top candidates.